How apt cultivate above purchaser turnover rate of

on how to effectively improve the customer turnover rate of the shop?
changes in market structure, control terminal, control of consumers shop every day of the efforts. Effectively improve the cosmetic shop accesible rate, the effective date of the store to improve customer conversion rates as the focus on the content of the shop worker.
Forum Topic: How to improve on customer turnover rate of store
Time: August 19, 2008
Venue: Shenzhen La Waterfront Hotel
Moderator: Peng Xiao (Xiao) Chinese cosmetics market, agent director of marketing research
Forum Guests: Xi Chen (Chen) Chongqing consultancy Burson-Marsteller, general manager of cosmetics industry
Caodong Bo (CAO), Dongguan cool woman in the world of cosmetics chain president
Zheng Jing Zhong
(Cheng) Shenzhen thousands of good line of cosmetics chain, general manager

Shaw: Ladies and gentlemen, cosmetic shop owners, good afternoon!
Today, the Some people say that we do in this line, earlier than roosters, dogs slumber afterward than the day, a.m. and p.m., only a little performance today. But occasionally we are not like riding in the back of the tiger, in others it seems imposing, but his heart was full of fear and detriment it?
Today we explore attach how to store the software and hardware erection and other measures to effectively improve the customer's transaction rate. We want to store and administer, you must know first what to do, what to do the second step, third step what to do. So, we need a framework that requires a system, including personnel, monetary management, brand structure and so on. Through dispute, we want to ride the tiger's back Tiger bosses know how to ride home, instead of being the tiger back to the nest to be dined package.
We have invited three guests to play applause: First Day of the franchise market are invited senior specialists Chen Xi teacher. The second guest was the president of Dongguan, Mr. Cao Dongbo cool woman in the world, he successfully became from the Avon store front shop, back yard pattern, with more than 60 outlets, and the store has done the training system is in place. The third line of guests, general manager of Shenzhen, thousands of Mr. Zheng Jingzhong good, he busy in the cosmetics industry in Shenzhen has 11 years, and now open seven outlets, all stores are activating, store system construction in place and the promotion in the depth of which .
First, we always discuss and Cheng. I have been to your store, feel them in your store, hardware is more in place, may I ask how our efforts in hardware to improve customer turnover rate?
Zheng: First of all thank the Xiao said the teacher, I think the shop is most important is location, it will affect the rate and turnover rate accesible, the local voting of a half success. The second is the store's renovation and construction of the VI system, as the teacher has said Chen Xi, while passers-by through the store, you can draw her into the store, which is very important. Cosmetics to say now is a high margin industry, act the low-margin, low-return business, just like Shaw teacher said, while we are riding on the tiger back, there is a sense of emergency. So I think the hardware shop, the most important one is the location, one store VI. Thank you!
Shaw: You just talked about, I think the store's location, and accesible rates and turnover rates have a mini, I observed a detail, a lot of people into your store, and are basically out of store carrying your bag, which shows a relatively high turnover rate. I ask Zheng always in your store in the means through which to stimulate you to do this?
Zheng: customers into our store carrying someone big out there, I want all of you are conscious, is currently in our shop there, chiefly to the propagation of the low price of brand to attract customers.
Shaw: That is to say brand price low to attract the flow of customers, in fact, brand structure to improve conversion rates, I believe there is one point we are more concerned about, as you said,GHD, if the store brand's price system and the circulation the price of store operations combined with a low, then in your store, the accesible assured rate and turnover rate is relatively high, but stores in other high-margin products and how to improve the volume of it?
Zheng: First of all we have undervalued the stream of the brand to attract customers, accesible rate is relatively high, and when these products to attract customers to go after the circulation of branded products that lower price, you might feel other high-margin products price is relatively low. Coupled with our shopping guide have been vocational training, will effectively guide our customers, turnover rate also good.
Shaw: We went on to consult the contents of some of the more details you think training for store employees do better?
Zheng: We are three levels to the training: First, the training of junior staff, there will be for various types of training junior staff; Second Intermediate training; third, advanced training.
Shaw: training content, and you can share it?
Zheng: Initial training is just entering our corporate staff, she of our corporation, and private code of rules and regulations of the instruments and staff do not understand and are versed with, then the initial training is mainly the content of this field; that intermediate does ? When employees have been working in our business for some time, the need for product wisdom and professional learning of product sales, then we can target them by the lack of professional learning and professional skills through targeted training; advanced training for senior staff that has done more than two years shopping guide, she may have a deep knowledge of the opinion, then we will be meager on their part, such as management expertise to establish training lessons.
Shaw: Thank you, General Zheng, very exciting!
hardware store in the franchise which we are more likely to care about is the store's image, and our resources as well as store brands, including our business props factors, I think that is hardware, but software stores, including the training of personnel management systems are also important. Members boss, store management, the manifold systems is not everyone yet know? May not be absence of hardware now, why? As long as you have money, you can go to the hardware construction. But the software is not the money to complete construction. In the management of software, various ingredients are more implicated in this regard, I think the woman in the world have done quite cool and perfect place, including staff training. Cao total, I would like to explore with you, just said to improve the customer turnover rate of the construction and specialty stores the relationship between hardware and software, then you talk about is how to do this?
Cao: Today there is such a rare opportunity, through such a platform at this meeting. We have not completed the dream, I am sure everyone one of you brothers and sisters who worked hard all their dreams. We are gathered here today as I talk about my feelings: not learn to understand, but to do so, it is one hundred percent of the final word. Our store or beauty museum, no stuff which access we have to show that it is an organic combination, a total production. Because in the total goods inside, whether it is product marketing, marketing, or education; both information or VIP or training; whether the digit of stores, or customer turnover rate, product scope, business services, etc. These are all faultless transaction constitutes a store rate of the main body.
few years antecedent, my Avon store has 31. Two years ago, I successfully completed the Avon store's transformation from a single Avon store, to the transformation of cosmetic specialty stores, the integration of more than 60 brands, starting the business chilly woman in the earth. I consider to do a systematic staff treatment, whether to do the franchise stores, fetter stores do, cared commodity namely essential, exercising namely more momentous. Since then, my main effort is spent aboard In these few years, I am too exploring building their own exercising traditions, training system, training of vocational schools, commerce schools, including their own, there are also links to Sun Yat-sen. I have talked almost this class of schooling, staff training for the new pate of always the training, we must premier change their ideas, the notion of success in the hereafter be the root because admission in the manufacture, and can feel the future prospects of the manufacture, wants them to think prospects are agreeable, they ambition do it. In this process, the new training, including primary, intermediate, advanced, picture design, loveliness and so on.
Shaw: I would like to ask a question like this to their own initiative the industry, are more willing to agree in this industry, you are met by what means?
Cao: I think so: systematic is important, but I am more focused on the integration of resources, especially message management, for the chain system has a function, at the outset have a bias, you work again, some shops over 300 km, you want to proceed to appliance the headquarters of the division of responsibilities is a very difficult process, because the headquarters of sale strategies, marketing ideas, including a systematic process, and then will seem in the displacement membranes decrease. From general manager to mentor of the subsidiary, beneath the regional managers, supervisors, and then to the manager, clerk, layers of decreasing it, can not see in place, the first point is that execution issue. This I will mention the execution is the ability to complete the task, because I was born in the naval, so it is ordinarily to meet or commute, at the outset every day, every employee must be half one hour to an hour of learning, this time through spontaneous knowledge to build a good attitude.
Shaw: You just mentioned how the mentality of the staff modified to the best first half hour of learn period each daytime, then the second point is what?
Cao: The second point is that training, learning is spontaneous, the training is to explain in words themselves. Through training,GHD Deluxe Midnight 2011, training the owner as the responsible and influential, guiding influence. As a cadre, sincerity, adore, wisdom, mind, there must be masters of the heart, responsible, not have them, and to do good employees, but not as a cadre.
Shaw: How to give employees a sense of responsibility that?
Cao: a person, we must control, how to control? Managing people and things, from the corresponding system, inspection process, award and discipline. Treat one thing, I often do is: on the one hand to maneuver, navigate blueprint done in guiding the process of supervision, to conduct assessment, configuration, build a muscular administrative system in the process of consecutive encouragement , can form a self-regulatory behavior. For example, I give you a lollipop every now and then, give you some things that inspire and less reproof, more incentives, such as multiple honorary certificate that allows them to feel the progress, little progress every day, so he is not susceptible to a number of the impact of a wrong mood.
Shaw: Thank you, General Cao, very deep!
a planning staff to have their own, including his learning and growing. Because you are planning to do for him, he very clearly what to do, how to do it. I saw some of the boss, they sleepwalk to live, but also for the clerk to have the vigor to actively go to work it? First to my mind clear, the clerk to clear. Staff clearly, they can better know what to do.
our store business is good, the first store location must be clear,GHD Straighteners NZ, so that we can do other customary work. Store staff structure, management structure, depends on location. Brand structure, what is the main international brands, or the second and third line brands, or make up the main structure which relates to the brand. Please Chen talk about how the structure of brand positioning?
Chen: Yes, higher close rates, I think that includes 5 aspects: First, match the structure of the brand; Second, store decoration, embodying counters, shelves; third is the depth of the display of cosmetics; fourth is staffing; The fifth is promotion. These 5 areas, and I'll explain.
First: the structure is really a brand positioning matching problem, the equivalent of assembled tanks, tanks are good by different actions in different areas. Organizational architecture is assembled good at playing the brand of the local mall kenny weapons of combat. For instance, there is a great shop in the right stores, how to match? Left a large supermarket, how ought we match? If you store a colossal home centre stores, two shops, you caught in the navel of what should be the brand you match? This is a brand matching structure, but also a situation. Location is the essence of the consumption structure according to your district, combined with your own resources, which give consumers, do not take them as a important client teams, have been forsook, you can obtain is firmly in the hands of consumers, which is your store location. For sample, you are a mercantile district, located in a small town, circled by numerous plants, the factory's gate, many cosmetics stores, but the wealthy folk to the streets of downtown to cost. The street, here are two cosmetic stores, there are two cosmetic stores, you caught in the navel, then what you want to sell the store brand, what brand can I have it down, caught the buyer, is how the other two like? That nice point, case in point this 1, it long to buffet 8.5 fold to sell Olay is its basic method of attracting buyers, to recruit them by converting the end of Olay brand, a gainful brand. So what is the Oil of Olay to vanquish? Korean dream you can sell component 8.2 fold, and even hit 8-fold, which is the brand match the structure. All in all, according to your good position to assemble a keen weapon to fight the local mart. A shop, a pair of clearance, a clearance is located; distinct match off of the brand structure. After two off to have a life and death customs, shops will no die, fair a question of whether profits.
second is the shop elaboration. There are specialty store, franchised stores, specialty shops. Stores merely sell a brand; specialty sell cosmetics; specialty stores only sell cosmetics, also sell some cosmetics and related products. The shop is now the main stores. Specialty stores broadly divided into several categories: general specialty stores, in the less amplified rural areas; The second is the gift shop, the counter is closed; third is a former shop in the back yard, fourth is the day of the supermarket, the fifth is day of shopping malls. Day of the supermarket is open closets, open shelf of; at either of the small shopping mall, isle cupboards, counters have closed, there are open receptacles. Form according to what you are appropriate for the needs of the local market to be renovated. After renovation, the different forms have different sales amounts. For example, you are closed to the counter, you have to take the initiative to serve customers; you are open shelves, a supermarket, you passive reception customers. When in training, and the fourth is the training component, you must partner it. For example, a boutique, is closed. If customers come to your counter, you bypass and hard at achieving their merchandise, customers will think you look down on her, discriminated opposition her. You do not receive her, she naturally went away. So you have to take the initiative to near the counter welcome her, such as: Which of your preference Avon product? ... If a customer had just walked into the supermarket, the staff to take the initiative to ask: But you do not take the initiative to receive her better, so the supermarket would passive reception. Counter the image of a different, have different bargains techniques.
third is the depth of the display. Directly endow to the depth of their sales improve. Is through the different display forms, display methods, and some help, through the depth of the display, directly improve sales quality.
Fourth, staff training and training. Since the performance of transactions, staff opinion, service, skill is needed. Specific mention in the second point, not repeat it here.
fifth is promotion. Promotional cost is most important is not to give altitude prerogative must be the quality of the head. Do not do rind attention products than the supermarket mediocre life. Supermarket is the amount at the head of life is cheap and good. Cosmetics must be done cheaply. Therefore, improvement should focus on Some people often put out a drift promotions, do not put out the floats called floats, called the broken motorcar. Cosmetics placed a muff, then the consumer a look, that Could have been cheaper to sell the customer a result, it self-defeating. For example, I offer on the huge treasure, surrounded by a good brand also covered. Others penetrate such a good thing, so cheap, no purchasing power to purchase, there are also spending power to purchase. Why? Rich people thought: ten dollars, it is better to purchase 7 of eight hand-paint a large Bora. Promotion time, be sure to memorandum that the amount at the head, only bigger and alley.
above is my attitude, how to increase customer turnover rate of the five areas.
Shaw: I thank the preceptor and brilliant ideas!
shop, the maximum important issue is the positioning and brand match. In fact, the landlords may be accustomed to focus the surface of entities, but the real pith of Chen has said as these. If you shop in the regional industrial districts, urban stores, then the positioning of the two stores is differ. You set up mart in the town in the industrial region, phoned the tribunal necrosis; shop on the town whether the industrial area district, and what is waiting to die. Therefore, positioning is fussy. So the afterward answer I query Zheng always, your store is the main town shop, you had is how to situate it?
Zheng: We are mainly based on our existing resources to locate, such as the quality of our VIP cards, consumer products, to what extent. Also, we will do a street shop in which the examine data analysis.
Shaw: I can help examine in detail the total Zheng: How to position the first member of the data thinking is the store, through this can know what your customers like? Like, what should the appropriate business. In increase In adding, the surrounding streets, investigation, inquiry match the positioning of stores around the business district location, do not open whichever other shop, you open anyone store, so the surface of things, not necessarily successful.
We accentuate brand structure, because the brand structure is the basis of our stores. In Guangdong, 30% store customary worldwide brands, 70% for servant brands. 30% is used to attract customers accesible, and 70% is used to make money. But some 70% of the multinational brand stores, 30% of the domestic brands, which subverts our traditional model. This prototype has been very good in some places, 70% of strong multinational brands to boost accesible rates, can enhance the store level.
Cao
then what the absolute, cool woman in the world immediately have more than sixty stores, has fashioned a large scale. Cool woman most of the world is to shop in the main town, please acquaint your store's brand structure? The brand structure is how to cultivate the turnover rate of its conveniences?
Cao: The Day of the franchise stores, I have a concept: the store should have a remove business orientation, but to constantly adjust and change, the only constant is change. In our before business model continues the Avon, from 2000 on we started to combine. All forward, the Avon is taking the grocery store model, such as a underwear, a health edible, everyday necessities, cosmetics, makeup, beauty salon and so on. We amplify the model it has been approximated. By 2004, I have a sensibility, that feeling makes me fulfil the fact survived. Cool woman in the world even though there are so many shops, large stores have 4 to five hundred square meters, the small shops have fifty or sixty square meters, the route it is very robust. On the brand structure,GHD Red Straighteners, every store is different, some days more popular products, some cosmetics selling better. Store most of your flash, put out best-selling product, displayed as a fascinating field to attract customers accesible. It is the quality of the times, intense emulation, for a cosmetic shop, the product should be often updated, out, according to some data, do the appropriate corrections.
Shaw: I have listened the last two months, General Cao made a lot of money you put a new information management system?
Cao: Yes, we spent 100 million yuan, the construction of a remote management system, so as to have large development. Despite the tough early, but the worth of the new system is now already distant more than 100 million.
Shaw: Construction of such a system, can build an information database, information can help you analyze your new data store, which also know thatyou store the best selling brand, which is a scientific system of doing things is not a seat of your jeans, system to reflect the real data, and then make more scientific and more accurate positioning. Thank you! Now guests have a question to ask the audience Cao General: how to make the chain of training be efficient?
Cao: chain stores as far, unity of meditative is not cozy, generally side of education,GHD MK4 Pure Straighteners, while training and while working. If in a region, there are several stores, you can focus on regional training, training at least once a month. If the training of qualified, appropriate recognition, and constantly motivate staff.
Shaw: Zheng spectators questions to ask guests total, online shopping is now pile up renowned, information development faster and faster, chaotic price system, instantly affecting all walks of life. Online shopping, direct marketing franchise stores to become the biggest killer, and how to cope with this location?
Zheng: specialty stores and online shopping, direct marketing, actually different. My store is the township shop, online shopping, direct marketing hby far to impact. Future, online shopping will naturally have an impact on our franchise stores,GHD IV Straighteners, shop, we have to do a good job should be paid attention to activity the advantages of store service and communication, should still be proficient to stand our market.
Shaw: Thank you, General Zheng! Very grateful to our three visitors to send valuable experience to share, but also quite thankful to I trust in the industry forum with the assist of all of you that you will chance better and stronger bosses, better and better! Thank you!


Xiao Peng: China Chain Management consulting and planning experts, the retail extremity Shi Zhanpai marketing experts, marketing cosmetics in China Research Center Deputy Director, National Vocational Qualifications Senior assessment division manager, management consulting agencies in China Xin CEO of consciousness. Long-term commitment to the industry chain consulting, planning and training.

Contact: 13560399459, E-mail: xpeng1975@126.com QQ: 23501354
Profile: http://xiaopeng.cmmo.cn/